Marketing to Moviegoers, or How Not to Annoy Your Target Audience

I love movies, but there’s nothing I hate more than the inescapable, in your face marketing campaigns that go along with them.  Nowadays, we’re not only exposed to some of the more traditional marketing tactics of the magazine/newspaper, TV/radio and theatrical trailer variety, but the emergence of digital media outlets has created a whole new […]

Stay Traditional or Go Digital? Discussing the Future of Movie Trailers

With the advent of advanced technologies, movie marketing has become much more challenging and hostile than it ever was. It now takes a studio a lot of efforts, creativity, and of course, money to get us, the audience, to pay $7.50+tax (at Providence Place’s IMAX, for example) for a movie ticket, and ideally, to purchase […]

Movie Marketing: Absurd Product Tie-Ins and Spoilery Trailers

Robert Marich’s Marketing to Moviegoers: A Handbook of Strategies and Tactics provides an overview of movie marketing, covering everything from creative strategies to traditional advertising to product placement in films. I would like to focus on just two aspects that are examined in the book: product tie-ins and trailers.

The Newest Hottest (and most controversial) Spike Lee Joint

In Chapter Four of Robert Marich’s Marketing to Moviegoers: A Handbook of Strategies and Tactics (3rd Ed.), entitled “Marketing in Digital Media”, Marich promptly explains, as according to F. Scott Fitzgerald’s unfinished novel The Last Tycoon, that “the whole equation” of movie marketing (in the digital age) is multivariable and perhaps no longer fully fathomable (Marich, 112). […]

The Wild, Wild West of New Media Marketing

Robert Marich’s chapter “Marketing in Digital Media” from his  wholesome and enlightening book, Marketing to Moviegoers: A Handbook of Strategies and Tactics highlighted the benefits, utilization as well as the risks for producers and distributors marketing through new media platforms. It is clear that new media is reshaping the way that companies are marketing films, as […]

Marketing to Moviegoers

This past weekend, I had the misfortune of deciding to watch Thor 2: The Dark World. While reading Robert Marich’s Marketing to Moviegoers, I was reminded of the film’s misleading promotional strategies and my own disappointment upon watching – the film was completely dissimilar to my expectations and standards (which is a shame, since I tend to dig […]

Marketing Pacific Rim to Moviegoers

Chapter 2 of Marich’s Marketing to Moviegoers explores the research aspect to film marketing in great depth. Marich highlights several practices within the industry, such as focus groups, as well as problems such as the increased leaking of information. While reading the chapter, I found myself reminded of my experience with the marketing campaign for […]